New generational data released today by Expedia Media Solutions, the advertising arm of Expedia, Inc., shows that Australian, Chinese and Japanese travelers are all looking for the best deals and the most value for their money, but preferences and priorities vary by generation and country. The findings, from a survey conducted by Northstar Research Partners, illustrate broad Asia-Pacific travel trends and distinct shopping habits, influences and motivations of travelers across four generations, including Generation Z, Millennials, Generation X and Baby Boomers.
Racking up more than 35 travel days per year, Australian Gen Z and Chinese Millennials travel the most, while comparatively the younger generations in Japan may be suffering from vacation deprivation; they travel only 12 days per year. Younger Australians are more likely to take international trips than their older counterparts, which is a sharp contrast to China and Japan, where the younger generations primarily travel within their own country.
“The study revealed unique nuances among Asia-Pacific countries and generations, but we found that regardless of the country, Millennial travel attitudes, preferences and priorities challenge the status quo,” said Lisa Lindberg, Vice President of Product Management, Expedia Media Solutions. “Millennials across Australia, China and Japan are looking for unique experiences and activities, delicious food, shopping and a bit of luxury on their vacations, and overall, they are the most receptive to advertising influence, which is great news for travel marketers.”
Trip Types & Travel Logistics
- More than two-thirds of Chinese travelers like to relax and see the sights, 86 percent travel by plane or train, and hotels are the leading accommodation option.
- Staycations and sightseeing are the top trip types for Japanese travelers, and more than 85 percent stay in a hotel. Japanese travelers are the most diversified in their transportation options with 37 percent traveling by plane, 31 percent traveling by car and 25 percent traveling by train.
- At least half of Australians take trips to visit family and relax. More than two-thirds travel by plane, and they stay in hotels or with friends and family.
- Chinese Gen Z and Millennials prioritize feeling pampered during their vacation, while trip activities top the list for Gen X and Baby Boomers.
- For Japanese Gen Z travelers, getting the lowest price is priority number one, but other generations focus on the food experience ahead of price.
- Australians across all generations prioritize trip activities above all else, but deals and lowest price are close behind.
- More than half of all travelers across the three countries said budget was a primary factor when planning a trip, but Japanese Millennials and Australian Baby Boomers are the least budget conscious; more than 40 percent said budget was not a primary factor.
- For most generations in China and Japan, the largest portion of their travel budget is allocated to hotels. In Australia, flights top the list with 25 percent of the budget, on average.
- Chinese Millennials are the biggest shoppers, allocating the largest percentage of their travel budget to shopping (18 percent) – more than any other Asia-Pacific generation.
Destination Decisions & Booking Resources
- Baby Boomers are the most destination decisive generation across all three countries.
- Japanese travelers are the most open to destination inspiration; more than 60 percent don’t have a destination in mind or are deciding between two or more locales when they decide to take a trip.
- Online travel agencies (OTAs) and search engines are the leading planning and booking resources for most Asia-Pacific travelers.
- More than two-thirds of all Chinese travelers said ads can be influential in their decision-making process. Nearly 70 percent of Gen Z and Millennials and over half of older generations said ads with appealing imagery and ads with informative content can be influential.
- Forty-five percent of Japanese travelers said they can be influenced by ads with appealing deals.
- Over half of Australian travelers said they can be influenced by advertising with informative content or appealing deals.
More Multi-Generational Marketing Insights
For more findings and insights that marketers can leverage to better reach, engage and convert Asia-Pacific travelers, and to view the full study, please visit here.
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